"Parents' choice" among manufacturers and retailers

When a baby appears in the family, the whole world turns into one big nursery. And in it absolutely everything becomes important.

For example, a baby cot. What should it be like? For me personally, as a mother of a daughter who grew up at a time when there was not much choice, the results of the survey of 5 thousand parents were largely unexpected.

The results of the survey were discussed at the beginning of March at a round table within the framework of the International Award "Parents' Choice" at the headquarters of the EEC. During the event, the results of the nominations "Children's furniture" and "Children's clothing" were summed up.

Founder of the award «Parents' Choice» Tatiana Butskaya announced the winners and told about the main voting results determined by future and established parents.

Only 2% of respondents expressed a certain willingness to purchase a used crib for a newborn, another 44% only want a new one and 51% said they would consider both options.

77% of parents buy a crib for a child from 0 to 3 years old and then are ready to purchase a new one for up to 3+ years.12% want one crib from 0 to 7 years old, 6% are ready to buy a crib first up to a year, then up to 3 years and another new one from 3+.

75% it is important for parents that the crib is made of natural materials. Interesting fact:59% of respondents answered that they do not need automation in the crib. But by color, 60% of parents prefer light tones to white and milk. But even more interesting are the parents' preferences for the design of textile sides in the crib. It turns out that most people choose drawings with bears.

According to the prices, the survey showed the following picture: 47% are ready to spend from 5 to 10 thousand rubles on the purchase of a baby cot, another 35% will give up to 20 thousand for it, and only 1% is considering spending more than 30 thousand rubles.

Remarkable results showed questions about the main criteria for choosing clothes for children. Only 3% of parents said that the brand is important to them, 28% are price-oriented and 69% named other factors. Which ones? First of all, quality, the use of natural materials, design, the presence of non-standard sizes and some rather unexpected requirements. For example, many parents choose clothes without internal tags that cause discomfort in the sock. They would like the product information to be printed on the inside of the products, as some progressive brands do. They are also interested in having the sizes on the clothes indicated in centimeters, which would facilitate purchases. In general, manufacturers, according to the results of the survey, have something to think about.

A more complete study and the winners of the Parents' Choice Award can be found on the website of the ANO "Expert and Educational Center for assistance to future and established parents, Parents' choice".

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